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Forms vs. Buttons

We are an IT services firm. A conversion for us is completion of a lead form. Generally speaking, is it better to have a form to fill out in the sidebar on most organic pages, or a button that takes you to a lead form?

You might also want to put the form at the appropriate place in the content where asking people to complete the form is the logical next step for them to take.

However, you can never guess sure which combination is going to work best with your product, for your users - any conversion optimiser will tell you that you must test... split test the various positions, the value propositions, the benefits and compelling copy on the button / call to action.

Strategy A: Gather small bits of information gradually through "squeeze pages" and membership offerings leading to pre-filled forms, or the altogether elimination of the need for forms, with the data gathered from these squeeze pages along the way.

Strategy B: Try to gather all relevant information about a customer in one big form at the time they want whatever you got behind the form.

Success of strategies varies with niche. I generally recommend the longer term relationship building of Strategy A -- gathering small bits of information along the way, and developing the relationship between the brand and the customer as one gets closer to sale.

Thanks for the help. Can you give me an example of gathering info a little at a time? A website that does this? Remember, I am trying to get leads, not make a sale. We will be giving away a white paper. Any other ideas are welcome.

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